Giftcards.com Buys Giftly to Develop Mobile Capabilities

GiftCard.com, a Pittsburgh-based company that sells gift cards and prepaid cards online, has agreed to buy Giftly, a San Francisco-based company that allows people to give friends money towards a particular purchase for an undisclosed amount.

From TechCrunch:

GiftCards.com said Giftly will be rolled into their operations, but will maintain offices in San Francisco.

“We will continue to build out Giftly,” said Giftly’s CEO Timothy Bentley. “Our backend infrastructure will be used for their next generation products. We’ll continue to expand the ways our technology and services are available to developers, through our API, and merchants, through our merchant services.”

The deal shows how prepaid companies of all kinds are putting an increased emphasis on using mobile applications and new approaches for customer engagement.